Paid Social Manager

This is an individual contributor role within Paid Media Labs, serving as the organization’s hub for channel expertise, innovation, and thought leadership in paid social. The Paid Social Manager defines and evolves how paid social media is leveraged across Choice Hotels, focusing on platforms such as Meta, TikTok, Reddit, Snapchat, and other social media partners.

Responsibilities

• Serve as the in-house subject matter expert for Paid Social across platforms (Meta, TikTok, Reddit, Pinterest, and emerging social channels).
• Recommend and help evolve how Choice Hotels leverages Paid Social across brands, segments, and media programs to drive business outcomes.
• Develop and maintain forward-looking and backward-looking POVs on:
  • Audience targeting, segmentation, and prospecting vs. retargeting approaches
  • Platform capabilities, automation, privacy changes, and emerging industry trends
• Collaborate with the Creative team on best practices for Paid Social (e.g., video, short-form, and AI-enabled creative).
• Translate competitive intelligence, platform developments, and industry trends into actionable recommendations that inform channel strategy, planning, and investment decisions.
• Build strong partnerships with social platforms and agency partners to identify innovation opportunities, benchmark performance, and stay ahead of emerging trends.
• Serve as a key liaison with the agency Social Media COE to ensure alignment on best practices, testing priorities, and innovation opportunities.
• Partner with Paid Media Planning & Activation teams to guide and influence paid social strategies; provide input into annual channel strategy and quarterly media plans.
• Provide frameworks, best practices, and recommendations that support campaign approach and investment decisions.
• Ensure campaigns reflect best-in-class paid social practices without direct ownership of execution.
• Identify gaps, inconsistencies, or missed opportunities and recommend improvements.
• Build and maintain relationships with key social platforms (Meta, TikTok, Reddit, Pinterest, and others).
• Partner with key social platform partners on joint business plans focused on:
  • Innovation roadmaps
  • Beta and early access opportunities
  • Partner accountability and value creation
  • Best-in-class capability adoption
• Ensure platform partners contribute to long-term capability building and not just campaign delivery.
• Build repeatable playbooks, templates, and frameworks that improve the consistency, quality, and scalability of the team’s work over time.
• Share what’s working across platforms, bring fresh insights to the table, and collaborate to keep social strategy and content ahead of the curve.
• Contribute to scalable systems and operating improvements that allow the team to focus more energy on higher-impact work.
• Drive adoption of best practices and elevate overall team capability through enablement and knowledge sharing.
• Lead paid social testing and learning initiatives (e.g., creative testing, incrementality testing, audience frameworks, platform capabilities).
• Partner with Analytics & Attribution Team (AAT) to ensure paid social is accurately represented in measurement approaches.
• Translate platform trends and performance signals into actionable insights and strategic recommendations.
• Surface new opportunities for growth across formats, audiences, and partners.

Requirements

• Bachelor's degree in Marketing, Advertising, Communications, or equivalent related experience.
• 3-5 years of experience in paid social or social media (with emphasis on performance).
• Deep expertise in social media platforms.
• Experience operating in a strategy, innovation, COE, or SME-type role.
• Proven ability to:
  • Develop channel-level POVs and frameworks
  • Influence cross-functional teams through expertise and recommendations
  • Partner effectively with platforms and agencies to support business objectives

Skills

• Strong understanding of:
  • Platform algorithms and automation (e.g., Advantage+, signal-based optimization)
  • Creative strategy and testing methodologies
  • Measurement frameworks (e.g., incrementality, CMM)
• Familiarity with structured test-and-learn frameworks and experimentation methodologies within performance media.
• Proficiency with Microsoft Office tools, particularly Excel and PowerPoint, for analysis, forecasting, and executive-ready communication.
• Analytical problem-solving: Ability to synthesize complex data into clear insights, implications, and recommended actions.
• Executive communication: Strong written and verbal communication skills, with the ability to deliver clear, executive-ready narratives.
• Autonomy & ownership: Comfortable operating with limited day-to-day direction while maintaining high accountability for outcomes.
• Strategic judgment: Ability to balance efficiency and growth objectives and make informed trade-off recommendations.
• Cross-functional influence: Effective collaborator who raises execution standards through POVs, best practices, and shared playbooks.

Benefits

• Comprehensive medical, dental, and vision coverage
• Leave and paid time-off for holidays, vacation, personal, family, volunteer, sick, jury duty, bereavement, military, and religious observance
• Financial benefits for retirement and health savings
• Employee recognition programs
• Discounts at Choice hotels worldwide

Pay

The salary range for this position is $99,919 - $117,552. This role is also eligible for an annual bonus based on the terms of Choice's Management Incentive Plan (MIP).

Schedule

This role is 4 days onsite in North Bethesda, MD.

Note: This role is not eligible for visa sponsorship now or in the future.